Booking.com, the hotel reservation giant owned by Priceline Group, has come up with a clever marketing campaign that helps users transform their vacation shots into GIFs, or animated, looping short videos.

The contest started today and runs through the third of September. See some of the GIF handiwork so far:

Travelers are encouraged to share photos of their vacation adventures with Booking.com by tagging their images #WingItYeah on social platforms Instagram and Twitter or by submitting the images to Booking.com's Facebook page.

Booking.com's social media team then selects their favorites and morphs them into GIFs, such as this one by Carolyn Scott Hamilton, the self-styled Healthy Voyager.